Backlash over Department for Education videos with Gemma Collins

"It felt like a joke on us parents, it came up the day after the consultation closed, there needs to be an apology for us parents, who are literally just fighting for our lives."

Amy White, a parent of a child with SEND and an advocate, said the latest government campaign shows they are not "reading the room".

She suggested that using a reality TV star who is not a parent or doesn't have "lived or professional experience supporting children with SEND, feels completely disconnected from the reality families face every single day".

"The Department for Education appears to think promoting pantomime-style reels is somehow going to reassure parents that they are acting in our children's best interests," she added.

"It is frightening. It is insensitive. And for many families, it feels downright insulting."

Despite the backlash, teacher Russell Clarke told the BBC while it may be "easy" to criticise the choice of using Collins, he understood the reasoning behind it.

"If the aim is to engage young people, they are unlikely to be actively following or interacting with the DfE unless the message is delivered by someone they already engage with on social media."

He added that the challenge comes when there is a risk of "blurring" the message you are trying to send.

"When someone like Gemma Collins is saying, in effect, 'I didn't get qualifications, and I've still become successful', some young people could make that connection in the wrong way. For that reason, I would probably favour a broader range of contributors having these conversations."

Education Secretary Phillipson, speaking to BBC Radio 5 Live about the backlash from the videos, said Collins has reach that "politicians can't reach".

"I think some of some of the discussion I've seen has veered between outright snobbery and just downright unpleasant, a bit of kill joy attitude, you know, there's enough doom and gloom in the world."

She said Collins was really keen to stress how important it is for children to try hard in school, at a time where "in some parts of the country people don't see doing well in school as being the route to a good life".

"If she can get that message across to some of the young people that frankly don't really care what the secretary of state of our education's got to say about the topic, then I think that's good for all of us."

Arguing the campaign reached people they would not normally, she said: "That's really important. If we want every family to know what's out there, to know the support that's available, and to understand what the vocational routes are for young people that we're just announcing today."

But Dr Gillian Brooks, senior lecturer in strategic marketing at King's College London, said the issue lies less with Collins and more with the DfE using an influencer whose "public identity is rooted in entertainment culture rather than education or vocational training".

She told BBC News that when organisations collaborate with influencers, the objective is to amplify the institutional message rather than allow the personality of the influencer to "dominate the conversation."

"The influencer's personal brand has overshadowed the policy message the department was attempting to promote," she said.

A spokesperson for the DfE said: "It's crucial that we meet people where they are, with information they need to know – whether that's at weekly face to face events with parents and teachers or on social media platforms...

"This collaboration has enabled us to reach a wider audience and make them aware of the opportunities they can benefit from, which is a key part of our commitment to transform the life chances of all children and young people."

Additional reporting by Rahib Khan.